3 汽车专业英语课件-汽车销售服务部分-section 3汽车专业英语2版ppt课件--20180227Chapter10 10 1-10 5

Chapter10CarMarketing,10.1TheQualificationsareRequiredtoBecomeaCarSalesman,本章学习内容,Chapter10CarMarketing本章学习内容、目标和重点难点,本章学习目标,本章难点重点,1.TheQualificationsareRequiredtoBecomeaCarSalesman2.HowtoBecomeaGreatCarSalesman3.OwningaCarDealershipFranchise4.GettingaFranchiseAgreementWithaCarManufacturer,1.掌握汽车销售员的基本用语和要求2.掌握开设一家汽车特许经营店的基本要求3.能够读懂基本的汽车销售宣传信息,1.重点为汽车销售流程话语2.难点是中外地域的差异性3.汉译准确表达也是难点,10.1TheQualificationsareRequiredtoBecomeaCarSalesman,10.1TheQualificationsareRequiredtoBecomeaCarSalesman,10.1TheQualificationsareRequiredtoBecomeaCarSalesman,Carsalesmenareanimportantpartoftheautomotiveindustry.Theirprimarymissionistomakecustomersinterestedincarsandsellasmanycarsaspossibletobringinprofitforthedealership.Theentireprocessofpersuadingthecustomertobuyacarcouldtakehours.Still,manypeoplefindcarsalesathrillingoccupationbecauseofthelargecommissionsapersoncanmake.Thereareseveralqualificationsthatarerequiredtobecomeacarsalesman.,10.1TheQualificationsareRequiredtoBecomeaCarSalesman,10.1.1EducationTheusualeducationlevelforacarsalesmanisahighschooldiploma.Potentialcarsalesmenwithhighschooldiplomascangivethemselvesanedgebytakingafewclassesinsalesormarketing.AccordingtothePrincetonReview,collegecourseworkinpsychology,finance,andpublicspeakingisbecomingmorecommon.,要点分析：diploma参考译文：文凭就是“教育机构颁发的证书”的意思，可以指从小学到研究生任何层次的“文凭”。没有学位的学习也会有证书（学位的要求会更严格，比如有学分要求等）。diploma还有一个词义：荣誉证书（Acertificateconferringaprivilegeorhonor）。,知识拓展,10.1TheQualificationsareRequiredtoBecomeaCarSalesman,10.1.2SpecializedTrainingAccordingtoCareerChoices,automotivetechnologytraining,includingtraininginonboardsystems,isbecomingacommonbasicqualificationforemployment.Mosttraininginsales,specifically,isdoneonthejob.However,somesalesmenmayspendtimeatanationaltrainingcenterlearningabouteachmodelsfeatures,generalnegotiationstrategies,thecultureofthecompanytheyworkfor,andthemanufacturingprocess,accordingtothePrincetonReview.,However,somesalesmenmayspendtimeatanationaltrainingcenterlearningabouteachmodelsfeatures,generalnegotiationstrategies,thecultureofthecompanytheyworkfor,andthemanufacturingprocess,accordingtothePrincetonReview.难点提示：1）learningabouteachmodelsfeatures,generalnegotiationstrategies,thecultureofthecompanytheyworkfor,andthemanufacturingprocess,learningabout引导的是后置定语，用来解释培训中心主要学写的内容；thecultureofthecompanytheyworkfor,theyworkfor也属于后置定语从句，修饰culture，一般后置定语都放置在修饰词或句子的后面。accordingto引导状语从句，一般翻译提前。参考译文：但是，根据普林斯顿评论的调查，一些销售员会花很多时间在全国性的培训中心学习每一个车型的特点、一般谈判策略、公司文化以及汽车制造过程。,难点分析,10.1TheQualificationsareRequiredtoBecomeaCarSalesman,10.1.3PhysicalQualificationsCarsalesmenmustbeabletostandforlongperiodsoftimeandwalkthroughthecarlot.Somesalesmenmayneedtobeabletoworkforlonghours.Theabilitytowithstandavarietyofoutdoortemperatures,suchasintensesummerheatorcoldwinters,isalsohelpful.,10.1TheQualificationsareRequiredtoBecomeaCarSalesman,10.1.4PersonalityAccordingtotheBureauorLaborStatistics,carsalesmenneedtobewellgroomed,tactful,andhaveagoodabilitytoexpressthemselves.Mostarepaidsolelyoncommission,sotheyneedtobepersistentintheireffortstomakesaleseachday.Becausetheyworkwithothersalesmentryingtomaketheirdailysalesquota,competitionisfierce.Eachdaycarsalesmenmustfightagainstthestereotypethattheyaredishonestandcrafty.Todothat,theymustputforthanimageofintegrityandinterest.Alotofbusinessmaydependonreturncustomers,socarsalesmenhavetobeskilledatbuildingcustomerloyalty.,10.2TheCarSalesmanTrainingManual,10.2TheCarSalesmanTrainingManual,Howtosellcarswiththecarsalesmantrainingmanualandits11stepstothesale.ThesearethemostcommonstepsDealershipswillrefertothesestepsasthestepstothesaleandanycarsalesmannewtothebusinesswillmorethanlikelylearnthesesteps,eitherformallyorinformally,ondayone.Thesestepsarereallyapsychologicalprocessandeachofthesesalesstepsisintendedtoincreaseaprospectivecarbuyersmentalownershipoftheirnewcarthroughoutthecarsalesprocess.,10.2TheCarSalesmanTrainingManual,1.TheMeetandGreetThefirststeptolearninghowtosellcarsisthemeetandgreetandisprettystraightforward.Thisissimplywhenthesalespersonmeetswiththepotentialcarbuyerforthefirsttimeandshouldsoundsomethinglikethis:Hi.WelcometoABCmotors.MynameisJohnSmith,andyours?(buyersname).GreattomeetyouMr.andMrs.Jones,whatbroughtyoutoABCmotorstoday?Wedlikeanewcar.Fantastic!Wevegotplentyofthose,followmeandIllhelpyousaveabunchoftimeandmoney.Youvegot15secondstomakeagreatfirstimpression,sodressprofessionally，Brushyourteeth，Beupbeatandpleasant,2.TheGuestSheetandFactFindingOfallthestepsonhowtosellcars,thisoneisextremelyvaluabletothedealershipandthecarsalesman.ThisstepinvolvesfillingoutaGuestSheet,wherethecarsalesmanwillaskthebuyersomepersonalinformation,i.e.phonenumberandaddress,whichofcoursetheywontalwayseasilygiveup,butthatswhereyourcharmingandtrustworthypersonalitycomeintoplay.Asyoucanimagine,havingthebuyerscontactinformationiscrucialincasetheydonotbuyacarthatsameday.Thesecondcrucialelementofthisstepistokeepthebuyerfromwalkingthelotandlosingfocus.Inotherwords,youlosecontrolifyouallowthemtowalkyoualloverthelotlookingatfifteencompletelydifferentvehicles.,10.2TheCarSalesmanTrainingManual,Atthispointyoullwanttoaskquestionsabout:Thebuyersneeds/wants.Iftheywillbefinancing.Whatacomfortablemonthlypaymentsyouarewanting.Howmuchtheyrelookingtospend(ifacashbuyer).Thisisoneofthestepstothesalethatthedealershipfeelsgivesyou,thesalesman,themostcontrolfromthebeginning.Youwanttotrytodiscoveracustomerscoreneedsmorethangetalonglaundrylistofwants.Trustme,ifyouwritedownalloftheirwantsyouprobablywonthavethecarinstockandnowyoubecomeanordertakerasopposedtoaproblemsolver.,10.2TheCarSalesmanTrainingManual,3.VehicleSelectionThethirdstepofhowtosellcarsisvehicleselection.Thisisthepointwhereagoodsalesman,thatsbeenlisteningandknowstheirinventorywell,willshowvehiclestothebuyerthatfitsboththeirneedsandwants.Thecarsyoushowwillhavetomeetthecustomersneeds,butusuallyonlyhastofulfillsomeoftheirwantsinordertomakeadeal.Thisiswherethesellingcomesin.,10.2TheCarSalesmanTrainingManual,Thisisthepointwhereagoodsalesman,thatsbeenlisteningandknowstheirinventorywell,willshowvehiclestothebuyerthatfitsboththeirneedsandwants.难点提示：1）Thisisthepoint是这句话的主句，后面的句子都是为了解释这句话而存在的。where引导定语从句,where是关系副词,在从句中作地点状语,其前面有表示地点的先行词point,where引导的从句修饰先行词2）thatsbeenlisteningandknowstheirinventorywell,是依据插入语，是从句中的名词salesman的后置定语从句3）willshow是where从句的谓语参考译文：确保你愿意且能够履行合同中规定的义务，因为在合同履行过程中制造商会要求你严格按照条款执行。4）thatfitsboththeirneedsandwants是后置定语修饰where从句的宾语vehicles长难句翻译时，一定要弄懂句子之间的关系，以及断句，至于翻译，语序可以有一定的前后顺序颠倒。,难点分析,3.VehicleSelectionSomedealershipsyoumayworkforwilltryandmakeupthebuyersmindforthem.Theyllhaveyoupullacararound(whilethebuyerstaysintheshowroom)thattheywantyoutoselltothecustomer.Sometimesthisapproachwillblowuponandcustomersgetaggravated,soifyouaregoingtoattemptthis,thenmakesureyouhavebeentrulylisteningtothecustomersneedsandwants.Thismethodcanbeveryeffectiveandprofitable.,10.2TheCarSalesmanTrainingManual,4.VehicleDemoandTestDriveThefourthsteptolearninghowtosellcarsisthedemoandtestdrive.Somecarswillsellthemselves,butIvefoundthatmostofthemjustsitthereanddontsayaword.Thisiswherethereallygoodcarsalesmenshineandyoushouldgivethebuyeracompletewalkaroundofthevehiclewhilepointingoutkeyfeaturesandbenefitsofthevehicle.,10.2TheCarSalesmanTrainingManual,要点分析：whilepointingoutkeyfeaturesandbenefitsofthevehicle.这里介绍的是除了我们熟悉的汽车六方位绕车法销售方法之外，另一种方法FAB法。Ffunction：功能指汽车所固有的功能例如：ABS。Aadvantage：优势指此款车型区别于其它车型的优势功能例如：同价位里，此款车型的轮胎抓地力特别强。Bbenefit：利益指此款手机的功能及优势功能能够给消费者带来的好处、使用价值、利益.例如：有了这个功能，您的车子也有了越野的性能了。,知识拓展,4.VehicleDemoandTestDriveEmphasizethefeaturesandbenefitstheyvetoldyouaremostimportanttoyoufromthefactfindingsectiononhowtosellcars.Thetestdrivewillusuallybeginwiththesalesmandrivingthecaroffthelot,withthebuyeraspassenger,headingoffonapre-determinedroute.Thesalesmanshouldtypicallydriveforroughly5-10minuteswhilepointingoutadditionalfeaturesandbenefitsofthevehicle.Then,stopthecarsomewherescenic,soastoamplifythebeautyofthenewvehicle,andthenitsthebuyersturntodriveback.,10.2TheCarSalesmanTrainingManual,4.VehicleDemoandTestDriveOntheridebackdonttalkmuch,remainquietsothatthebuyerhasanopportunitytotakementalownershipofthevehicle.Ofcourse,answeranyquestionstheyhave,butdontaimlesslyrambleonaboutthecrazyweather.Inotherwords,letthebuyerplaywiththeradio,programthepresetradiostations,adjusttheseat,mirrors,reallyrelishintheirownthoughtsaboutwhatagreatvehiclethisis.Onceyoureturntothedealership,thisiswhereyoullaskthebuyertomakeaminicommitmenttopurchasethecar.Somethinglikethis:So,Mr.andMrs.Joneshowdoyoulikethevehicle?Great!Soifwecangetthenumberstobeagreeableforyouwouldyoubuythiscarnow?,10.2TheCarSalesmanTrainingManual,5.TradeWriteUpandDriveThefifthsteptolearninghowtosellcarsisthetradewritesupanddrives.Thisiswhereyouwillperform,whatscalled,asilentwalkaround.Thisiswhereyouwilltrytoteardownthebuyerstradeinwithoutsayingaword.Ifyounoticeascratchordentonthevehicle,runyourhandoveritandlookalittleflustered,thenscribblesomenotes.,10.2TheCarSalesmanTrainingManual,5.TradeWriteUpandDriveThisisdesignedtogetthecustomerthinkingoftheflawsintheirtradevehicleandthatitsworthlessthanwhattheymayhaveoriginallycameinthinkingitwasworth.Donotletthecustomersitintheshowroomwhileyouperformthisstepitisveryimportantforsettingupthenegotiation.,10.2TheCarSalesmanTrainingManual,6.ServiceandPartsWalkThesixthsteptolearninghowtosellcarsistowalkthecustomerbacktotheserviceandpartsdepartmentstointroducethemtothemanagersthere.ThissteptothesaleisdesignedtogetthebuyerrollingdownthecommitmenthillandtoshowthemwhotospeakwithiftheirNEWcar,theyrebuyingrightnow(hopefully),needsserviceorarepairafterthesale.,10.2TheCarSalesmanTrainingManual,6.ServiceandPartsWalkMr.andMrs.JonesthisisTomourServiceManagerandhewillbethepersonyoudealwithwhenyouwanttogetyournewcarsoilchanged.Italsoactstokillsometimewhiletheusedcarmanagerisfiguringoutwhattheywanttogivethecustomerfortheirtradein.Rememberitsallabouthelpingthebuyertakementalownership.Alotofsalesmenskipthisstep,becausequitefrankly,theydontcarewhatyoudoafterthesaleandwillwanttogettoworkingthenumbersassoonaspossible,butithelpstogetthatmentalownershipsnowballrolling.,10.2TheCarSalesmanTrainingManual,7.FourSquareandWriteUpIfwanttolearnhowtosellcars,thenyoulldefinitelyhavetolearnhowtonegotiateandmostdealersdothatwithafoursquare.Thesalesmanager(thedesk)willshowyousomekindofhuge(justforshow)discountandveryinflatedpayments,withahugedownpaymentandthenegotiationshavebegun.,10.2TheCarSalesmanTrainingManual,8.PresentFiguresandNegotiateOfferAtthisstageinthisguidetolearninghowtosellcarsyouarelookingtogetoneormoreofthefollowing:CashDownAWrittenCommitmentASignedCreditApplicationYourgoalistogetthecustomertosayyesandbuythecarwiththefirstsetofnumbersyoupresenttothem.Thisdoesnthappenoften,butitwillmakeyourdaywhenitdoes.,10.2TheCarSalesmanTrainingManual,10.WrittenCommitmentThewrittencommitmentissimple,thedeskstartswith:$22,000saleprice$5000down$2000foryourtradeandPaymentsof$650for72months.Theydontactuallyexpectthebuyertosayyeshere,buttheyaretryingtogettheirthinkingup.,10.2TheCarSalesmanTrainingManual,10.WrittenCommitmentOfcourse,iftheydosayyes,thenfilloutadealjacket(quickly)andgetthemontheirwayintothefinanceoffice.Whatyouarereallytryingtodoisgetthebuyertocommittobuyingatsomeprice,payments,etc.Forinstance,theyarewillingtobuyif:Thepriceis$20,000ItswithzerodownTheyget$4,000fortheirtradeandPaymentsareunder$300.,10.2TheCarSalesmanTrainingManual,10.WrittenCommitmentNowyouknowwheretheystandandifyoursalesmanagercangettothosefiguresyouvegotacardeal.Ofcourse,thesalesmanagerwontgiveinthateasy,butIthinkyoucatchmydrift.Keepinmind,thedeskmanager/salesmanageristhedealershipsorchestratorofthenegotiationprocessandtheywilltrytoleadyouintoasalethatmakesthemostmoneyforbothyouandthem.,10.2TheCarSalesmanTrainingManual,10.CashDownThecashdownisprettystraightforward,themoreyougetthemtoputdownthemoremoneyyouandthedealershipstandstomake.Mostsalesmenwilltellthebuyeritsto:LowertheirpaymentsLessenthenegativeequityandtoReducetheirfinancecharges.Allofthesearetrue,butultimatelyyouaretryingtogettheirdownpaymenttoincreasetheprofitofthedeal.,10.2TheCarSalesmanTrainingManual,11.CreditApplicationLastly,thecreditapplication.Thisahugecommitmentfromabuyerandthisdeal.Onceyouvereceivedthisfrom,unlesstheircreditdictatesotherwise,thedealwillmorethanlikelybemade.Iverarelyseendealswhereacreditapplicationisobtained(andthebuyerwasfinanciallyabletobuy)anditdoesntendupwithasale.Soyoucanseetheimportanceofgettingthecreditapplication.YoullprobablylearntheIfICould,WouldYounegotiatingapproachinmostsalestrainingadealershipwillgiveyou.IfIcouldlowertheprice$5,000,wouldyoubuynow?,10.2TheCarSalesmanTrainingManual,12.ManagerTurnOver(TO)ThisiswhentheBigDogcomesin.Wanttolearnhowtosellcars?Great!Shutupandlistenup.Theclosersatmostdealershipsarethebestofthebest.Notalwaysthecase,buttheytypicallywouldntbeclosersiftheywerent.Ifyoufeelthatyouarelosingcontroland/orjustoutrightlosingduringthenegotiations,itstimetocallinthereliefcloser.Theclosersareusuallysmoothtalkersthathaveheardallabuyerspotentialobjectionsbeforeandhasamentalbagfullofsolutionstohelpthebuyertosayyes,today!Ifacloserdoescomeinonyourdeal.DoNotTalkWhileTheyAreClosing!Letthemdotheirjobandbehappythatyoudonthavetosplityourdealwithanothercarsalesman.,10.2TheCarSalesmanTrainingManual,13.CloseDealandDeliverIfyouvemadeitthisfarinthesalesprocess,thencongratulations!Younowknowhowtosellcarslikeapro.Atthispoint,youdneedtoknowyourdealershipspolicyfordelivery.Youllprobablyneedtomakeupadealjacketandgetcopiesof:ThebuyersdriverslicenseInsurancecardAnybankrequirements(paystub,utilitybill,references,etc.)Youmayalsoneedto:TakethecarbacktodetailPossiblyputgasinthecarOrderaccessories/partsifpromisedduringnegotiationsRemovethelicenseplatefromthetradeinPutthecustomerstemporarytagonthenewcar,10.2TheCarSalesmanTrainingManual,Followupisextremelyimportantwhendiscussinghowtosellcarsandhowtosellthemsuccessfully.Followupworksforbothsalesandnosales.Ifyourcustomerboughtacar,thenyoushouldfollowupwithinthreedaystoansweranyquestionstheymayhaveandmakesuretheyaresatisfiedwiththeircar.,10.2TheCarSalesmanTrainingManual,Agoodcarsalesmanwillalsoaskforreferralsofanyfriendsorfamilythebuyerknowsofthatmaybeinterestedinanewcar.Repeatandreferralbusinessisveryimportantifyouwanttoknowhowtosellcarsandmakeasixfigureincomeyearafteryear.Iftheydidnotbuy,you,oryoursalesmanager,willwanttostayintouchtoseewhatmayhavegonewrongand/orwhatyoucandotoearntheirbusinessinthefuture.,10.2TheCarSalesmanTrainingManual,10.3OwningaCarDealershipFranchise,10.3OwningaCarDealershipFranchise,SincetheintroductionofHenryFordsiconicModelTin1908,carshavebeenseenassymbolsofingenuityandinnovation-andtheirmanufacturingasanAmericantradition.Withover200millioncarsontheroadtoday,despiterecenteconomichardship,theautomobileindustryremainsstrong.Withmillionsofpotentialclientsandcarsinneedofservice,owningacardealershipfranchisecanbeadreamcomestrueforanentrepreneur.,10.3OwningaCarDealershipFranchise,Surveythemarket.Knowingwhattypesofcarsaresellingtodayandwhoisbuyingthemwillbeofgreatuseinchoosingacarmanufacturerandpotentiallocation.Byfamiliarizingyourselfwiththemarketandthebrandswithinthemarket,youwillbeabletomakeaninformeddecision.Researchstateandlocallaws.Lawssignificantlyimpactcardealershipoperation.Fromzoningtooccupationalsafety,employmenttotaxation,acardealershipmustoperatewithintheconfinesofthelaw,orrisksevereconsequences.,10.3OwningaCarDealershipFranchise,Draftabusinessplan.Awell-writtenbusinessplanwillletpotentialinvestorsknowthatyouhaveavision,havedoneyourresearch,appreciatetherisksinvolved,andareseriousaboutyourfranchise.Peoplewillbemorewillingtoinvestinyouwhenassuredyouknowwhatyouaredoing.Obtainfinancing.Franchisefeesrangefromtensofthousandstohundredsofthousandsofdollars,dependinguponthebrandexclusivity,amountofsupportfromthemanufacturer,andahostofotherfactors.Somemanufacturerswillallowfinancingofthefranchisefee.Inadditiontothefranchisefee,takeintoconsiderationoverheadexpensesrequiredtorunthedealership,aswell.,10.3OwningaCarDealershipFranchise,Purchaseamotorvehicledealerbond.Motorvehicledealerbondsarerequiredtoensurethedealershipisincompliancewithstateregulations.Thebondessentiallyprotectstheconsumerfromthedealersnoncompliancewithstatelaw.Manystatesrequireamotorvehicledealerbondasaprerequisitetoobtainingadealerlicense.Getacarvehicledealerlicense.Vehicledealerlicensesareanothermeasurethestatesusetoprotectconsumers.Licenseddealersareboundandregulatedbystatelaw,andthustheconsumerhasrecourseintheeventofmalfeasance,10.3OwningaCarDealershipFranchise,RequestandReadtheFranchiseAgreement.Thefranchiseagreementisalegaldocumentthatdetailstherightsandresponsibilitiesofthepartiesinvolved:youandtheautomobilemanufacturer.Becausethemanufacturerdraftsit,thetermsofthefranchiseagreementwillbefavorabletothecompany,soitisbesttohaveanattorneyreviewthedocumentforyoubeforesigningit.Besureyouarewillingandabletoperformallofthedutiesstatedintheagreement,asyouwillbestrictlyheldtothemthroughoutthecourseofyourcontractwiththemanufacturer.Fillyourlotwithcars.Afterthefranchiseagreementhasbeensigned,youarenowtheownerofacardealershipfranchise.Beginbuildingyourinventoryofcarswhilehiringsalespeopleandadministrativestafftohelpyourdealershipachievesuccess.,要点分析：lot参考译文：多个意思，专业英语的词汇通常需要具体环境具体问题，结合专业知识具体的解释。本文的意思是场地或者店面。其他常用的意思：n.份额；许多；命运；阄adv.（与形容词和副词连用）很，非常；（与动词连用）非常；pron.大量，许多；vt.分组，把划分（常与out连用）；把（土地）划分成块；vi.抽签，拈阄；,知识拓展,Besureyouarewillingandabletoperformallofthedutiesstatedintheagreement,asyouwillbestrictlyheldtothemthroughoutthecourseofyourcontractwiththemanufacturer.难点提示：1）willng和ableto是并列用法后面的ableto省略了系动词“are”，statedintheagreement是后置定语，修饰duties，as引导原因状语从句，holdto对忠诚或忠实，在这里翻译的时候不能直译，那就做不到翻译的“信、达、雅的要求了。”参考译文：确保你愿意且能够履行合同中规定的义务，因为在合同履行过程中制造商会要求你严格按照条款执行。,难点分析,10.4GettingaFranchiseAgreementWithaCarManufacturer,10.4GettingaFranchiseAgreementWithaCarManufacturer,Ifyouareanentrepreneurwithmotivationandgoodpeopleskills,youmightsucceedintheworldofautomotivesales.Anownerofacardealershiphastheoptionofsigningafranchiseagreementwithacarmanufacturerinordertosellnewcarsin